The Marketing Plan: How to Prepare and Implement It

Features

• Cover Type: Paperback with 336 pages
• Published by: AMACOM
• Edition: 3rd Edition July 27, 2001
• Written in: English
• ISBN 10 Number: 0814471013
• ISBN 13 Number: 978-0814471012
• Book Dimensions: 9 x 6.7 x 1 inches
• Weighs: 1 pounds

Product Review
"full of pithy advice that cuts to the chase without the "fluff" of many marketing texts." -- Choice

Product Description
A guide to creating a market plan, for businesses of every size. Shows how to select markets with the best potential, determine who the customers are and what they want, decide on a pricing strategy and a marketing budget, and sell products using direct marketing, trade shows, merchandising and other methods. Softcover. DLC: Marketing.

Reader Reviews
Here in a single volume is an abundance of basic information and sound counsel which will be especially helpful to those involved in business development for small-to-midsize organizations. (I use the word "organizations" because non-profits as well as for-profits obviously need to increase revenue while strengthening relations with various constituencies.) Don't expect to find any cutting-edge thinking here. Because the material is basic, however, don't think that Luther has little of value to offer to marketing, sales, and other customer service professionals with many years of experience. He organizes the material within five Parts: The Role of Marketing Within a Business Decisions to Be Made Before Developing Your Marketing Plan Developing Your Brand Personality Developing Your Marketing Plan Feedback: Using Controls and Market Research to Complete the Loop Luther then provides three excellent appendices: A Marketing Plan Outline, Thirty-Eight Market Characteristics, and Explanation of the What-If Sales Model. I highly recommend this book to owners/managers of chain franchises (e.g. dry cleaners, quick-print shops, and even fast food restaurants) as well as to independent insurance agents, sole practicioner attorneys, and others selling goods or services who generally neglect business development among their clientele within their local community. Presumably Luther understands that much of his material will not be directly relevant to a given reader. To his credit, he provides more material than most readers need. It remains for each reader to determine which ideas and initiatives are most appropriate. I think all readers will benefit from the disciplined thinking which Luther advocates throughout the planning, implementation, evaluation, and modification process. Those who wish to explore additional resources are urged to check out Theodore Levitt's The Marketing Imagination (a "classic"), Al Ries and Jack Trout's Positioning: The Battle for Your Mind (another" classic"), Neil Rackham's SPIN Selling (another "classic", especially for those selling big ticket items), Jacques Werth's High Probability Selling: Re-Invents the Selling Process, Dan Seidman's The Death of 20th Century Selling: 50 Hilarious Sales Blunders and How You Can Profit from Them, and Carl Sewell's Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer...